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Key Takeaways:
- Innocean USA is now El Pollo Loco’s creative AOR following a competitive review for the chicken chain's relaunch.
- The campaign combines the brand’s legacy with a fresh approach that highlights quality and freshness, building emotional connection with both new and loyal customers.
- The agency’s pitch shaped the full strategy and will run across traditional, digital, and social channels.
Global restaurant chain El Pollo Loco has named Innocean USA its new creative agency of record (AOR).
The brand chose the agency to lead a full brand refresh ahead of its 50th anniversary.
The decision follows a formal review that lasted three months, with Innocean ultimately winning the account from incumbent agency Organic.
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The upcoming campaign — set to launch nationwide on May 15 — will be a key part of El Pollo Loco’s three-year transformation focused on long-term growth.
“We sought a partner who aligned with our company’s goals and vision, and Innocean USA stood out as a natural fit,” stated El Pollo Loco CMO Jill Adams.
“With their expertise and shared passion for storytelling, they're the ideal partner to help us strengthen our connections with both loyal and new customers."
The chicken chain also recently announced that a collab is in the works with LA Lakers player Dalton Knecht as its "first-ever athlete partner."
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Innocean’s pitch impressed not just for its creative direction but for its impact on broader brand strategy.
The agency's insight-driven approach helped shape a new platform that positions El Pollo Loco around quality, freshness, and everyday moments of enjoyment.
All this without departing from the brand’s signature look and feel.
When it comes to the food & beverage space, creative agencies that deliver both breakthrough ideas and strategic clarity are better positioned to win lasting partnerships.
What's Next?
The brand and agency's upcoming campaign, which seeks to introduce a new look and feel to El Pollo Loco, will run across traditional, digital, and social channels.
Notably, a first look is expected during the restaurant's earnings call this coming May.
For Innocean, the win reflects its evolving capabilities.
“We dove in, took full advantage of our check-ins with clients, really listened to the feedback," Jason Sperling, the agency’s CCO told ADWEEK.
“This brand deserves to be iconic and have a huge fan base like some competitors, and I think this work will deliver it."
El Pollo Loco, which began in 1975 in Guasave, Mexico, now has over 500 locations across seven U.S. states.
The company reported $473 million in revenue in 2024, up slightly from the year before.
Last year’s total ad spend, including franchisee contributions, was approximately $48 million.
Previously, Innocean Australia worked with Kia in a zombie-inspired ad to showcase the carmaker's electric vehicles.
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